Presentació de Louise M. Guido, CEO de ChangeCorp, durant la inauguració de l'SparkLab, el laboratoi del telecentre del futur ubicat a Barcelona.

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Leveraging Learningbased Content for Mobile
Technology and Its
Impact in Emerging
Markets
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Louise M. Guido
CEO, ChangeCorp

2. The Challenge
① How to use mobile for community development?
① How to deliver scale, sustainability and impact through
mobile?
The Challenge
① How to launch an effective mobile campaign?
① Is mobile a replacement for, supplement to; or new
model for development
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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3. The Mobile Market
No phone
1.2 billion
BASIC Phone
2.5 billion
Elite Smart Phone
650mm
Low Cost Smart Phone
450mm
FEATURE Phone
2.5 billion
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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4. The Mobile for Development Market
No Phone
The M4D Market
750mm
• Mobile for Development is Growing
 Over 800 live, mobile-enabled products or services
 Geographic focus of services, ex: mobile money in Africa,
learning/education in Asia, health/agriculture globally
• New Business Models Emerging
BASIC Phone
2.5 billion
 Donor funding most common in mHealth
 Business-to-Consumers, Business-to-Business services being sold
directly to consumers for money, learning/skills training,
entrepreneurship
•SMS Still Dominant, but New Technologies Emerging
 67% of all M4D is SMS-based
 USSD, Mobile Web, Apps and even Web-based SMS
GSMA Intelligence Report, Scaling Mobile for Development, August 2013
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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5. Why Go Mobile?
• 85% of the worlds’ population has access or owns a mobile phone
• Mobile is the tool of choice for cost effective scalability
Why Go Mobile
• It must be sustainable – economically viable with long-term impact
GSMA Intelligence Report, Scaling Mobile for Development, August 2013
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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6. Why Go Mobile?
Why Go Mobile
The world is changing…
• Africa has only 15% Internet penetration / 70% access to mobile
• Costs for smart phones, feature phones coming down
• Growing middle class in emerging markets - more services, better products
GSMA Intelligence Report, Scaling Mobile for Development, August 2013
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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7. Who Uses Mobile?
Data Usage Youth 15-24
MOBILE USERS
China youth lead in mobile Internet usage | Messaging tends to skew female in the majority of markets
Mobile Youth Around the World, Nielsen, December2010
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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8. 1st: Define the User
MOBILE USERS
• Demographic Profile
Who are they, where do they live, what do they do, how old are they, what
is their income, are they married, do they have children, what are their
interests
• Holistic Content
Relevant to the user, multi-faceted; more than just that they are a “farmer”
or they are a “pregnant woman”; what information do they need in
addition to the service
• Community
How do they fnd out about the service, can they connect with others who
receive the same service, how do they respond, what are the incentives
to use the service
Mobile Youth Around the World, Nielsen, December2010
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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9. 2nd: What type of service?
How to Use M4D
SMS, Mobile Data, Apps, IVR, USSD, Android…
GSMA Intelligence Report, Scaling Mobile for Development, August 2013
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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10. 3rd: How to Apply Mobile for Development
• Focus on what the phone does, not what it is called
• Democratize data: “mobile data,” (free or small cost) versus SMS
How to Use M4D
• Convergence of price and functionality between
lower-priced smart phones and feature phones
• Content is “king”
• What is the “user interface” or “user experience”
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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11. 6 Questions to Ask Before Going Mobile
Who is the USER – demographic profile
②
What are you trying to ACHIEVE – behavior change, reach of training
③
What is the CONTENT – converting existing services to mobile platform
④
How will it be FUNDED – donor, business model
⑤
Mobile Strategy
①
Who are your PARTNERS– telecom, government, integrator
⑥
What is the expected OUTCOME – reach, revenue, replicated
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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12. 7 Keys to Developing a Mobile Strategy
Localise Content – relevant to the user’s demographic profile
•
Scalable – reaches people in various markets across cultures
•
Sustainable – has to be financially viable, defensible
•
Commercial Value – align with socially responsible initiatives
•
Mobile Strategy
•
Partner Integration – develop win-win strategies that benefit
participants who support the ultimate mission
•
Social Impact – achieves measurable results
•
Available on any mobile platform, any phone
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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13. Best Practice #1
Goal: long-term financial
viability of farmers
CHNIA MOBILE
China Mobile launched an
agriculture service about
market prices, jobs, etc.
Users pay USD$6.00 per
year
Over 40 million users
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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14. Best Practice #2
Goal: inventory system for
small retailers
Frogteck launched a tablet
and barcode scanner for
shopkeepers
FROGTEK
Offers users inventory,
metrics and billing
Integrates with payment
providers, mobile
operators, integrators and
banks
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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15. Best Practice #3
Goal: monitor pregnancy
via mobile
Etisalat (a mobile operator)
launched service to
support pregnant women
who cannot get to a clinic
ETISALAT
Over 500 birth attendants
trained
Over 20,000 pregnant
women registered
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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16. Best Practice #4
Goal: empowerment for
women
CHANGECORP
SmartWoman launched as
a paid service in Indonesia
and Nigeria
Over 100,000 women
receive daily messages on
various topics
Offers content in one
location
2013 Launch, Barce lona, Octobe r, 17 th -18 th
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17. Multi-stakeholder platform
Are you ready for the future?
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